Cannes 2018: Meet the Jurors - Lennie Stern

Cannes 2018: Meet the Jurors - Lennie Stern

"The fact that more than ever, we jurors have to consider creativity x production x distribution as an inseparable measure for judging any kind of idea."

The 65th Cannes Lions International Festival of Creativity kicked off June 18, but for 413 people the festival began much earlier.

Cannes Lions jurors will spends hours, if not days, locked in rooms reviewing the best creative work from around the world. This year’s juries are composed of people from 50 countries, including, for the first time, Georgia, Nigeria, Kenya, and Sri Lanka.

We spoke with several jurors from the networks about what it’s like to be juror, how they define a successful creative idea, and the one thing they make sure to pack.

"Be open to bumping into interesting people, and fly back with fresh ideas for the coming year."

Lennie SternHead of Creative & Entertainment StrategiesBETC

Finish this sentence: Creativity is_____.

The ability to perceive the world in new ways.

What do you see as the next big trend in Social & Influencer Marketing?

Obviously, I could talk about voice search and AI that will change the social game and the way users discover brands and content. But I would prefer to highlight the power of ephemeral content – the power to engage audiences, to surprise them, to create everyday pieces of native content – especially the power to convince a growing number of brands to seriously use the social media playground and influencer communities as wonderful tools to build deeper and limitless stories. To me, it is the next big trend. A Native American proverb proclaims: “Those who tell the stories rule the world”. A brand without a narrative is a brand without an identity, without a soul. And social platforms are the best place to tell stories.

What do you value most from the Cannes experience?

Networking definitely. Meeting creative talent from around the world is always fabulous and really exciting. It is the best way to learn and discover international works in an inspiring way.

What, to you, defines a successful creative idea?

An idea that’s easy to understand and easy to share, and that makes people more curious.

How do you spot Cannes-winning work?

Well, when it is sharp (still easy to understand), smart, and massively knighted by audiences, it is a Cannes-winning work.

What do you hope to learn while there?

I hope to learn from the other worldwide creative talents – what they imagine for the future of our industry, how they think and build creative campaigns in a constantly changing world.

What’s an absolute must-do at Cannes?

Prepare your schedule in advance; because the Cannes program is vast. Be open to bumping into interesting people, and fly back with fresh ideas for the coming year.

What’s the best campaign you’ve seen this year?

Arhhhh!!! My everyday life question for weeks now! That’s so hard to answer. I’ve seen so many good works, so many innovative ideas. It’s hard to celebrate only one single campaign. I have been pretty amazed by, Music Liberates Music, (Bacardi), a brand partnership that leveraged Major Lazer’s fan base to gain exposure for real Caribbean artists.

And “Trash Isles” a strong integrated campaign empowering young people in order to force the issue of plastic pollution to be addressed. But my crush is by far on “Save Our Species” by Lacoste, a bold, long-lasting, and truly pop culture activation for the fight to conserve wildlife.

When heading to Cannes what’s the one thing you make sure to pack?

So many useless things I’m sure I won’t use a single time.

What’s the best piece of advice you’ve ever received?

“Go big or go home.”

Anything that you’d like to add or feel that I missed?

I just started the prejudging session on my category. I’ve seen a lot of brilliant ideas campaigns, or activations made with and for social media platforms. It’s amazing how brands are innovative and bold.

But what is really interesting to note this year is the fact that more than ever, we jurors have to consider creativity x production x distribution as an inseparable measure for judging any kind of idea. Some works are really creative but not well distributed or not made for the audience targeted; others are well produced but creatively poor. Few are highly creative yet also well produced and smartly distributed. Definitely, striking the triptych will be one of my major awarding criteria this year.

The 65th Cannes Lions International Festival of Creativity kicked off June 18, but for 413 people the festival began much earlier.

Cannes Lions jurors will spends hours, if not days, locked in rooms reviewing the best creative work from around the world. This year’s juries are composed of people from 50 countries, including, for the first time, Georgia, Nigeria, Kenya, and Sri Lanka.

We spoke with several jurors from the networks about what it’s like to be juror, how they define a successful creative idea, and the one thing they make sure to pack.

"Be open to bumping into interesting people, and fly back with fresh ideas for the coming year."

Lennie SternHead of Creative & Entertainment StrategiesBETC

Finish this sentence: Creativity is_____.

The ability to perceive the world in new ways.

What do you see as the next big trend in Social & Influencer Marketing?

Obviously, I could talk about voice search and AI that will change the social game and the way users discover brands and content. But I would prefer to highlight the power of ephemeral content – the power to engage audiences, to surprise them, to create everyday pieces of native content – especially the power to convince a growing number of brands to seriously use the social media playground and influencer communities as wonderful tools to build deeper and limitless stories. To me, it is the next big trend. A Native American proverb proclaims: “Those who tell the stories rule the world”. A brand without a narrative is a brand without an identity, without a soul. And social platforms are the best place to tell stories.

What do you value most from the Cannes experience?

Networking definitely. Meeting creative talent from around the world is always fabulous and really exciting. It is the best way to learn and discover international works in an inspiring way.

What, to you, defines a successful creative idea?

An idea that’s easy to understand and easy to share, and that makes people more curious.

How do you spot Cannes-winning work?

Well, when it is sharp (still easy to understand), smart, and massively knighted by audiences, it is a Cannes-winning work.

What do you hope to learn while there?

I hope to learn from the other worldwide creative talents – what they imagine for the future of our industry, how they think and build creative campaigns in a constantly changing world.

What’s an absolute must-do at Cannes?

Prepare your schedule in advance; because the Cannes program is vast. Be open to bumping into interesting people, and fly back with fresh ideas for the coming year.

What’s the best campaign you’ve seen this year?

Arhhhh!!! My everyday life question for weeks now! That’s so hard to answer. I’ve seen so many good works, so many innovative ideas. It’s hard to celebrate only one single campaign. I have been pretty amazed by, Music Liberates Music, (Bacardi), a brand partnership that leveraged Major Lazer’s fan base to gain exposure for real Caribbean artists.

And “Trash Isles” a strong integrated campaign empowering young people in order to force the issue of plastic pollution to be addressed. But my crush is by far on “Save Our Species” by Lacoste, a bold, long-lasting, and truly pop culture activation for the fight to conserve wildlife.

When heading to Cannes what’s the one thing you make sure to pack?

So many useless things I’m sure I won’t use a single time.

What’s the best piece of advice you’ve ever received?

“Go big or go home.”

Anything that you’d like to add or feel that I missed?

I just started the prejudging session on my category. I’ve seen a lot of brilliant ideas campaigns, or activations made with and for social media platforms. It’s amazing how brands are innovative and bold.

But what is really interesting to note this year is the fact that more than ever, we jurors have to consider creativity x production x distribution as an inseparable measure for judging any kind of idea. Some works are really creative but not well distributed or not made for the audience targeted; others are well produced but creatively poor. Few are highly creative yet also well produced and smartly distributed. Definitely, striking the triptych will be one of my major awarding criteria this year.

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